EMPIRICAL ANALYSIS OF THE INFLUENCE OF GAMIFICATION ON EMPLOYEES’ BEHAVIOR

Abstract

Gami fi ca ti on is a rela ti vely new concept that refers to the use of game elements in non ‐ game produc ti ve ac ti vity. It also can be implemented as a behavioral modeling tool in fl uencing behavioral change in an organiza ti onal context. A remaining challenge in gami fi ca ti on is the absence of measurement focus to empirically quan ti fy gami fi ca ti on at ‐ tributes. This paper measures key behavioral changes that gami fi ca ti on in fl uence among employees and assesses their theore ti cal founda ti on. We combined validated measurement tools to empirically measure behavior changes, especially engagement, performance, and sa ti sfac ti on. The combined measurement tool includes the Utrecht Work Engagement Scale (UWES), the Individual Work Performance Ques ti onnaire (IWPQ), and the Minnesota Sa ti sfac ti on Ques ti onnaire (MSQ). Research results proved that there is a signi fi cant behavioral di ff erence between employees that were in fl uenced by gami fi ca ti on and employees that were not. Employees that were exposed to gami fi ca ti on demonstrated higher engagement and sa ti sfac ti on levels and veri fi ed the potency of gami fi ca ti on. Research results evidenced no signi fi cant di ff erences between the two groups in terms of performance levels. This research paper will guide prac titi oners to be tt er evaluate gami fi ca ti on a tt ributes and improve gami fi ca ti on organiza ti onal assimila ti on.